The new plan is a classic gang-up exercise. For instance, remember how that bully in junior high seemed less terrifying when you and your friends joined forces to stand up to him? The online auction site is convincing other retailers — such as Barnes & Noble (NYSE:BKS), GNC (NYSE:GNC), RadioShack (NYSE:RSH), Aeropostale (NYSE:ARO) — to do the same type of thing against Amazon by selling products via eBay, Reuters reports.

Additionally, the company is partnering with retailers like Target, Walgreen (NYSE:WAG) and Macy’s (NYSE:M) to test same-day delivery.

For many retailers, partnering with eBay is attractive for several reasons, but here are two biggies:

EBay doesn’t have its own line of inventory like Amazon does.

The customer-base belonging to brick-and-mortar chains differs from traditional eBay customers. Since eBay customers are generally searching for huge deals, its the ideal location for retailers to showcase clearance products.

In addition to sticking it to Amazon, eBay does get a percentage of sales from transactions that take place on it’s site. Customers can also benefit from the partnerships since they receive more opportunities to purchase products from retailers they trust in a convenient format.